Apple is raising the monthly cost of Apple TV+ by $3, marking the streaming service's first price increase in nearly two years.

Starting Thursday, Apple TV+ will cost $12.99 a month, up from $9.99, for new U.S. subscribers and certain international markets. Existing customers will see the increase to their bills 30 days after their next renewal date, according to the company.

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The price of the annual subscription for Apple TV+ remains the same, as does the cost of Apple One – a bundled subscription service that brings together several services including Apple TV+, Apple Arcade and more.

The tech giant most recently raised the price of Apple TV+ in October 2023.

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